Identifying Viewer Segments for Television Programs

Kim Choong-Ryun

Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context.

Identifying Viewer Segments for Television Programs

Choong-Ryuhn KimWoosuk University

As television programs are aired, the competition among channels and programs is poised for revolutionary changes in the broadcasting context, as well as in its relationship with program viewers. Individual viewing decisions have a direct impact on the media planning of broadcasters and advertising agencies, and consequently they search for segments with similar viewing preferences. If there are segments that make their decisions based on different preferences or tastes, it should be important for media planners to know the composition...

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